The impact of social media strategy on manufacturing and delivery flexibility: the moderating role of environment dynamism

Purpose Social media has emerged as a crucial strategic tool for apparel manufacturing firms aiming to cultivate flexibility and enhance market share in response to dynamic environments. However, the empirical evidence supporting their relationship is limited. Drawing on dynamic capability theory, this study investigates how social media strategy influences manufacturing and delivery flexibility, which leads to market performance as well as the moderating role of environmental dynamism. Design/methodology/approach This study uses data from 215 apparel manufacturing firms to test the conceptual model via partial least squares structural equation modeling. Findings Social media strategy positively affects manufacturing flexibility, delivery flexibility and market performance. Manufacturing and delivery flexibility also have a positive effect on market performance and partially mediate the relationship between social media strategy and market performance. Moreover, environmental dynamism moderates the relationship between the social media strategy and manufacturing/delivery flexibility as well as between the social media strategy and market performance. Originality/value This study offers theoretical support for apparel manufacturing firms aiming to enhance market performance by developing social media strategy and establishing flexibility.